Vaseline Aloe Fresh, Lifetime Networks launch campaign to promote new miniseries

LOS ANGELES Unilever’s Vaseline Aloe Fresh has teamed up with Lifetime Networks to launch a multi-pronged promotional campaign in support of the new miniseries “Maneater.”

Under the exclusive agreement, Vaseline Aloe Fresh will be the presenting sponsor of the two-part program, starring Sarah Chalke (TV?s “Scrubs”). The program is set to air May 30 and 31 on Lifetime Television.

“We are very happy to have identified Lifetime’s ‘Maneater’ as an exciting property to launch new Vaseline Aloe Fresh,” stated Srini Sripada, marketing director for Unilever skin care. “Our goal is to communicate the light, refreshing sensory benefits of the line, and we believe that ‘Maneater’ is a great way to do that, as it represents Lifetime’s kick-off to the summer season and has a fun, fresh storyline. We are confident that Lifetime’s integrated platform will be a powerful way to launch the new product line.”

Scheduled to begin mid-April and extend through encore presentations, the brand partnership, brokered by Mindshare, will cross every division of Lifetime. Campaign elements include:

• Multiple product integrations of Vaseline Aloe Fresh into the miniseries.
• Custom, co-branded promotional spots running on-network, off-network and on the radio.
• Original branded-content vignettes starring Chalke and featuring Vaseline Aloe Fresh.
• Viral online promotions in the form of e-cards and massive email blasts.
• Targeted advertising on entertainment, women?s and gossip sites.
• Extensive out-of-home buys and mall signage in 15 markets, including New York and Los Angeles.
• Broad print media, including major weekly celebrity and lifestyle magazines and daily publications.
• Comprehensive public relations outreach.